The New Paradigm of Digital Proximity for Cooperative Banks

Tiphaine Gorlier, Géraldine Michel () and Valérie Zeitoun
Additional contact information
Géraldine Michel: IAE Paris - Sorbonne Business School
Valérie Zeitoun: IAE Paris - Sorbonne Business School

Post-Print from HAL

Abstract: Relations of proximity are a core issue to cooperative banks. This chapter demonstrates how and where these relations, presently developed on an individual basis between bank employees and clients, could evolve towards a new paradigm where the brand becomes a lever for enduring relations. Based on two qualitative studies, the research shows how digitalization can be a lever for competence capable of both generating and nourishing positive relations, and how brand activation, based on shared cooperative principles and specific values, can become the symbolic platform upon which enduring proximity can be constructed from the institutional point of view between both the client and the bank and the employee and the bank.

Keywords: proximity; bank; relations (search for similar items in EconPapers)
Date: 2018
References: Add references at CitEc
Citations:

Published in Palgrave Macmillan. New Cooperative Banking in Europe, Springer International Publishing, 2018, 978-3-319-93577-5. ⟨10.1007/978-3-319-93578-2⟩

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02500486

DOI: 10.1007/978-3-319-93578-2

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().